
Ego Depletion and Charitable Support: The Moderating Role of Self-Benefit and Other-Benefit Charitable Appeals
Introduction Charitable organisations in the U.S are facing increased competition that is forcing charities to invest more in advertising. However, donors perceive this advertising as diverting their contributions away from potential beneficiaries, which may lead to lower future donations and lower capacity of charities to deliver social programs for people in need. Nowadays, donors are […]